Growth: Hanneke’s Inspiring Show at the Florint World Cup

At the Floral World Cup, amidst the excitement of competition and breathtaking floral design, one moment stood out as something truly unforgettable — Hanneke Frankema’s show, Growth.

From the very start, Hanneke brought us on a journey. She told the story of our industry, from the growers cultivating blooms, to the wholesalers connecting supply chains, right through to the florists who transform nature into artistry. Alongside this, she reminded us where inspiration truly lies — in the soil, the seasons, and the people who dedicate their lives to flowers.

Hanneke didn’t walk this journey alone. She invited eight of her students on stage, teaching, guiding, and encouraging them as they produced extraordinary works of art. This was not a show about one star designer, but about growth, mentorship, and carving a path for the next generation. So much so that the following day, not a single one of Hanneke’s own designs was on display. Instead, the spotlight shone entirely on her students — a powerful gesture that spoke volumes about her values.

Midway through the show, the room fell silent as Hanneke shared a simple yet profound message, displayed on the screen behind her:

“As florists, we are bound by nature. We shape nature’s dream, reminding people of their deep connection to the world around them.”

She asked us all to share it with the world — and it’s a statement that still resonates deeply.

Growth was not only about floristry; it was about respect. Respect for the growers who face daily struggles, respect for the wholesalers who keep the chain alive, respect for the innovators like Smithers-Oasis who have invested millions into making our industry more sustainable and addressing #nofloralfoam, and above all, respect for the next generation of florists who will carry our craft forward.

The artistry was breathtaking, the storytelling was thought-provoking, and the inspiration was unforgettable. Few left the room unchanged. Hanneke’s vision reminded us all that growth is not just about flowers — it’s about people, ideas, and the collective strength of an industry united by nature.